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Parker insists Costa remains 'an everyday affordable treat' rather than an obvious area for consumers to pinch pennies.

Whitbread's balance sheet was clobbered by the addition of another £156billion of debt in the past six months to fund the expansion plans. At £581million, the debts are still well short of the available £1.1 billion.

Despite rising profits, the shares have still tumbled. They are down from a year-high of 1774p, but added 48½p to 1018p this morning.

Beleaguered property tycoon Robert Tchenguiz is understood to have cashed in his £50million stake in Whitbread, as well as exiting Sainsbury's and pubs group Mitchells &amp; Butlers.

Premier Inn has seen sales rise more than 10 per cent, as travelling salesmen and other business people try to cut costs.